Uncovering OHSU’s Deeper Sense of Purpose

Last June, OHSU met the $1 billion Knight Cancer Challenge and everything changed. Suddenly, the eyes of the world were on them. Or at least that’s how it felt to OHSU. The truth was, OHSU had been at the forefront of medicine all along. Developing a vaccine for AIDS. Helping lead the way toward a cure for cancer. Unearthing powerful antibiotics under the sea.

And in the midst of all of this, Sockeye was given its own challenge: Raise the curtain on a brand every Oregonian thinks they know, but really don’t.

OHSU isn’t just a place where doctors are trained and patients are healed; it’s a place where medicine is redefined. If you’ve ever been there, you’ve felt it. That sense of urgency in the air. They walk a little quicker. They move with a little more intention. Because while you’re getting your eyes checked at the Casey Eye Institute, two doors down they’re working to end blindness. To the people of OHSU, it’s not enough to practice medicine. They have to change it.

And it turns out, the symbol for that belief had been with us all along, embodied in the logo. The flame. The torch OHSU carries into the dark, again and again. To wrestle with the unknown, to take on the impossible and to come back with breakthroughs and cures. They are the torchbearers.

With this campaign, we’re helping OHSU hold that torch up, as a rallying cry for themselves and a message to every Oregonian. To see the world not for what it is, but for what it could become.